Public Relation Writing

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Author:
xuanon
ID:
230581
Filename:
Public Relation Writing
Updated:
2013-08-20 09:52:21
Tags:
PR Year
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Description:
Tarc Final Exam
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The flashcards below were created by user xuanon on FreezingBlue Flashcards. What would you like to do?


  1. The Challenge of Making News
    Publicists must know (interesting & creative)

    Obstacles to publicists (gatekeeper)

    Ways to overcome obstacles (news value, needs & want)
  2. What Makes News?
    (news value)
    • Timeliness
    • Proximity (local)
    • Newness
    • Human Interest
    • Prominence (famous person)
    • Significance (number)
    • Conflict
    • Unusualness
  3. How to Find News?
    • Internal news sources (organization business document)
    • External news sources (news/ poll & survey)
  4. How to Create News?
    • Brainstorming
    • Special events
    • Contests
    • Polls and surveys
    • Top 10 lists
    • Product demonstrations
    • Stunts (eg. world largest)
    • Rallies and protests
    • Personal appearances (celebrities)
    • Awards
  5. Planning a News Release
    • Know your purpose (5W1H)
    • White, standard-sized paper 
    • Format rules (double spacing, 10-12 point)
  6. Types of News Releases
    • Announcements 
    • Spot announcements (response to external problem)
    • Reaction 
    • Bad news
    • Local news
  7. Parts of a Traditional News Release
    • Letterhead
    • Headline
    • Dateline
    • Lead
    • Body (1.Most important facts 2.background 3.Include quotation 4.Call-to-action)
    • Contacts (boilerplate)
  8. Importance of Publicity Photos
    • Photos add interest
    • Increase likelihood that a release will be published
    • Photos are easy to provide digitally
    • More people “read” photos than read stories
  9. Components of a Good Photo
    • Technical quality (good contrast & high details)
    • Subject matter 
    • Composition (simple & focus)
    • Action (doing something)
    • Scale (compare to thing people are familiar)
    • Camera angle (unusual angle)
    • Lighting and timing (X indoor, outdoor based on time)
    • Color (industry standard)
  10. Working with Photographers
    • Finding photographers (file & portfolio)
    • Contracts (written contract)
    • Photo sessions (manage time wisely)
    • Editing (crop & retouch)
    • Ethics (legal & ethical issue)
  11. Creating Other Graphics
    • Charts
    • Diagrams
    • Renderings and scale models (show finish structure)
    • Line drawings and clip art
  12. The Challenge of Managing
    Information Overload
    • High percentage of time is spent on interpersonal communication. 
    • Write personal communication that is
    • (complete, concise, correct, courteous, responsible)
  13. The Explosion of Blogs 
    (Type of blog)
    • Corporate blogs (official blog)
    • Employee blogs (guidelines & rules)
    • Third-party blogs (uncontrolled blog)
  14. Online Social Media
    • Facebook
    • Youtube
    • Flickr (photo sharing)
    • Second Life (virtual world)
    • Texting (timely)
    • Twitter (follower)

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